The Effect of Service Quality, Price, and Promotion on Customer Satisfaction Of Futry Bakery & Cake Branch in Gowa

Abstract

This research is a quantitative research that aims to 1) Knowing the partial effect of service quality on customer satisfaction Futry bakery & cake branch in Gowa, 2) Knowing the partial effect of price on customer satisfaction Futry bakery & cake branch in Gowa, 3) Knowing the partial effect of promotion on customer satisfaction Futry bakery & cake Gowa branch, and 4) Knowing the simultaneous effect of service quality, price, and promotion on customer satisfaction Futry bakery & cake branch in Gowa. questionnaires. The data analysis technique used instrument testing (validity test and reliability test), classical assumption test (normality test, heteroscedasticity test, and multicollinearity test), and hypothesis testing (partial test (t test), determinant test (R2), and simultaneous test ( test f). The results of hypothesis testing show 1) there is a positive and significant effect of service quality on customer satisfaction with the regression coefficient having a positive value of 0.151 and a significance value of 0.000 < 0.05, 2) there is a positive and significant effect of price on customer satisfaction with the regression coefficient having a positive value. of 0.285 and a significance value of 0.032 < 0.05, 3) there is a positive and significant effect of promotion on customer satisfaction with the regression coefficient having a positive value of 0.318 and a significance value of 0.000 < 0.05, and 4) there is a simultaneous influence on service quality, price , and promotion of customer satisfaction with a calculated F value of 41,695 and a significance value of 0.000 < 0.05.